caron butler

Two-time NBA All-Star and 14-year NBA veteran forward Caron Butler shared his incredible personal journey on a national stage with the release of his autobiography Tuff Juice: My Journey From The Streets To The NBA. Swanson Communications was thrilled with the opportunity to organize and execute the publicity in support of the launch and sale of the book.

Time was of the essence for this promotion, with a release date in early October and the start of the NBA season at the end of that month. Operating with a limited window of time, between the on-sale date and Caron’s media availability before the preseason started, we knew we would have to move quickly. Our team planned accordingly and coordinating with the book publisher, co-author and the rest of “Team Tuff Juice” to line up numerous great opportunities for him.

An exciting invite to the White House allowed Caron to hand Vice President Joe Biden a copy of his book, and snag a great image of the two holding Tuff Juice. We coordinated with the NBA to ensure the photo made the rounds and it was shared socially to their 17+ million Twitter followers and 9.7 million Instagram followers.

While in our nation’s capital, we made the most of Caron’s busy schedule and squeezed in back-to-back days of media opportunities including NPR’s Weekend All Things Considered as well it’s sports show, Only A Game, PBS NewsHour, Sirius XM and two separate roundtables with editors from USA Today and the Washington Post.

But the solid press didn’t stop there. Tuff Juice was featured in print and online across a variety of media outlets including Los Angeles Times, Boston Globe, Sports Illustrated, Mashable, Vibe and more. Of course, you can’t call it a success until you’re trending on Twitter, which happened when we worked with the Washington Post to place a portion of his book from his time with the Washington Wizards. All and all, it was a success for a great book and an even greater person.

If you haven’t had a chance to read it, click HERE to purchase Tuff Juice (we highly recommend it)!